Hulu Names Telaria Programmatic Partner of Record

Deal extension lets streaming service build on programmatic monetization

This builds upon a previous relationship first brokered two years ago that saw the ad-tech company help Hulu monetize its inventory via its SSP.

Hulu and supply-side ad-tech company Telaria have announced an extension of their partnership with a two-year deal that will see the video streaming service further its programmatic ad placement capabilities.

Telaria will develop custom solutions for Hulu including specifics around ad pods, brand and category separation, frequency capping and viewability controls, as well as complete auction management in a private environment.

This builds upon a previous relationship first brokered two years ago—when Telaria was then known as Tremor Video—that saw the ad-tech company help Hulu monetize its inventory via its SSP.

However, the terms of the latest agreement mean that Hulu can now introduce auction-based monetization models to inventory sold via private marketplaces—a trading environment it first made available to advertisers earlier this month—for ads served next to on-demand content, as well as its live TV programming.

Speaking with Adweek, Mark Zagorski, CEO of Telaria, said the relationship between the two would enable Hulu to build custom products over the next two years and also indicated how much of a part programmatic media buying would play in Hulu’s strategy over that time.

“In the past, we were their SSP partner, but we’ve now broadened that to include us doing unique build work together as their platform of record,” he added. “This will involve plugging into their ad server and have an intimate relationship with their development team to build features that can help advance their business.”

The video streaming service market is becoming increasingly saturated. Just last week, NBCUniversal (itself a backer of Hulu) announced its intentions to launch an ad-supported standalone service next year, a level of competition that will increase pressure on early trailblazers to search for ways to distinguish their inventory.

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